They might be the most iconic cereal packages in the history of cereal packages, but even the most recognisable brands
understand the importance of staying fresh in the consumers mind. Kellogg’s felt it was time for a change. And maybe they were right.
The rebranding of its entire range of cereal brands for the European market makes for the company’s biggest redesign in its 113-year
history.
The new clean design uses a bowl of cereal as the focal point. The name of every cereal is in a smaller font and the iconic characters are now bottom left.
The rebranding marketing campaign aims at making the packs instantly recognisable. It also gives the brand a “cleaner” and more honest,
transparent look that matches the modern consumer’s needs.
A research study conducted by Kellogg’s found that 70 per cent of customers could locate the new packs more easily and that they
increased “purchase intent” by 50 per cent.
Kellogg's felt the old packaging was muddled and sent out mixed messaging, which meant the brand was losing its identity and purchase
intent.
The redesign also puts a focus back on natural grains, by including more information about the production of the cereal on the back of
the pack. We think the result is successful, what do you think?
Have you looked at your business page analytics over the last 28 days and wondered if the algorithm suddenly sent your content off a cliff? If your view counts, likes, and reach have taken a noticeable dive lately, here is some reassuring news: you’re not doing it wrong, and you’re definitely not alone.
There is a distinct sound deeply woven into the fabric of global domestic life: the unmistakable, satisfying pop of a perfect,
airtight plastic seal.
For decades, that sound belonged exclusively to Tupperware. Yet, even the most iconic household staples are not immune to the
ruthless shifts of modern commerce.
It's one thing to send a message; it's another to make it land.
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